Misyonu \u0130zmir i\u015f d\u00fcnyas\u0131 markalar\u0131n\u0131n global rekabet g\u00fcc\u00fcn\u00fc art\u0131rmak olan Ege Gen\u00e7 \u0130\u015f \u0130nsanlar\u0131 Derne\u011fi (EG\u0130AD), 2020 Marka Zirvesi \u00f6ncesi bir dizi seminer ger\u00e7ekle\u015ftirerek markala\u015fmaya mercek tuttu. Toplant\u0131da, Dogo, Alsancak Unlu Mamuller ve Logo Yaz\u0131l\u0131m markalar\u0131n\u0131n temsilcilerinden ba\u015far\u0131 hikayeleri dinlendi.<\/p>\n
EG\u0130AD Ba\u015fkan\u0131 Mustafa Aslan\u2019\u0131n ve y\u00f6netim kurulunun ev sahipli\u011finde ger\u00e7ekle\u015fen etkinli\u011fe, Dogo Tasar\u0131m Y\u00f6netim Kurulu Ba\u015fkan\u0131 G\u00f6khan Peksar\u0131, Dogo Tasar\u0131m Y\u00f6netim Kurulu Ba\u015fkan Yard\u0131mc\u0131s\u0131 G\u00f6k\u00e7e Peksar\u0131, Logo Yaz\u0131l\u0131m T\u00fcrkiye Genel M\u00fcd\u00fcr\u00fc Ak\u0131n Sertcan, Logo Yaz\u0131l\u0131m Kurumsal Marka ve \u0130leti\u015fim Grup Direkt\u00f6r\u00fc Yi\u011fit \u00c7all\u0131, Alsancak Unlu Mamuller Kurucu Orta\u011f\u0131 ve Y\u00f6netim Kurulu E\u015f Ba\u015fkan\u0131 Levent Do\u011fano\u011flu, Alsancak Unlu Mamuller Kurucu Orta\u011f\u0131 ve Y\u00f6netim Kurulu E\u015f Ba\u015fkan\u0131 Deniz Do\u011fano\u011flu konu\u015fmac\u0131 olarak kat\u0131ld\u0131. Dokuz Eyl\u00fcl \u00dcniversitesi \u0130\u015fletme Fak\u00fcltesi \u00d6\u011fretim \u00dcyesi Do\u00e7. Dr. \u00d6zge \u00d6zgen\u2019in moderat\u00f6rl\u00fc\u011f\u00fcnde ger\u00e7ekle\u015fen toplant\u0131n\u0131n a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131n\u0131 EG\u0130AD Ba\u015fkan\u0131 Mustafa Aslan ger\u00e7ekle\u015ftirdi.<\/p>\n
“\u0130hracata dayal\u0131 model ile markala\u015fma b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor”<\/p>\n
\u00dclkemizin \u00f6zellikle de\u011fer yaratma a\u00e7\u0131s\u0131ndan en \u00f6nemli sorunlar\u0131ndan bir tanesinin markala\u015fma faaliyetlerinin genel bir anlay\u0131\u015f h\u00e2line d\u00f6n\u00fc\u015fmemesinden kaynakland\u0131\u011f\u0131n\u0131 dile getiren EG\u0130AD Ba\u015fkan\u0131 Aslan, bunun \u00f6nemli nedenlerinden birinin \u00fclkemizdeki i\u015fletmelerin marka olmay\u0131 ve markala\u015fmay\u0131, patent alma ve logo olu\u015fturmadan ibaret oldu\u011funu d\u00fc\u015f\u00fcnmelerinden kaynakland\u0131\u011f\u0131na vurgu yapt\u0131. Aslan, markala\u015fmak i\u00e7in, markan\u0131n i\u00e7ini dolduracak \u00f6gelere ciddiyetle e\u011filerek bir yol haritas\u0131 haz\u0131rlanmas\u0131 gerekti\u011fini ifade etti. \u0130zmir\u2019in son y\u0131llarda ya\u015fam kalitesi ile \u015fehirler aras\u0131nda bir marka olmay\u0131 ba\u015fard\u0131\u011f\u0131n\u0131 dile getiren EG\u0130AD Ba\u015fkan\u0131, i\u00e7inde faaliyette bulunan firmalar\u0131n da bu sorumluluk ile hareket ederek kendilerini g\u00f6sterme \u00e7abalar\u0131na vurgu yaparak, \u201cK\u00fcresel ticarette k\u00fcresel de\u011fer zinciri olarak tan\u0131mlanan \u00fcretim-sat\u0131\u015f mekanizmas\u0131nda marka olmak, zinciri kontrol eden konuma sahip olmak b\u00fcy\u00fck \u00f6nem ta\u015f\u0131makta. Marka ile birlikte \u00fcr\u00fcnden elde edilen k\u00e2r marj\u0131n\u0131n artmas\u0131, \u00fcr\u00fcnlerde yenilik ve rekabette avantaj elde etme s\u00fcre\u00e7lerini izlemekte. \u0130hracatta marka, \u00fclkeye giren d\u00f6viz miktar\u0131n\u0131 art\u0131rd\u0131\u011f\u0131 gibi gerek firman\u0131n gerekse \u00fclkenin rekabet g\u00fcc\u00fcn\u00fc de art\u0131rmakta. Fason \u00fcretim yapmak yerine d\u00fcnya \u00e7ap\u0131nda markal\u0131 \u00fcr\u00fcnler \u00fcretip ihra\u00e7 etmek \u00fclkeye giren d\u00f6viz miktar\u0131n\u0131 katlanarak art\u0131rmakta. T\u00fcrkiye ekonomisinde s\u00fcrd\u00fcr\u00fclebilir b\u00fcy\u00fcmenin sa\u011flanmas\u0131 i\u00e7in ihracata dayal\u0131 model ile markala\u015fma b\u00fcy\u00fck \u00f6nem ta\u015f\u0131maktad\u0131r\u201d dedi.<\/p>\n
\u0130novasyon vurgusu<\/p>\n
Markala\u015fmada inovasyonun \u00f6nemine de de\u011finen EG\u0130AD Ba\u015fkan\u0131 Aslan, firmalar\u0131 birbirinden farkl\u0131la\u015ft\u0131ran\u0131n markala\u015fma ve inovasyon oldu\u011funu dile getirerek, s\u00f6zlerini \u015f\u00f6yle s\u00fcrd\u00fcrd\u00fc:<\/p>\n
“Bir\u00e7ok yerel pazara bakt\u0131\u011f\u0131n\u0131zda, sekt\u00f6rleri inceledi\u011finizde Amerikan men\u015feli markalar\u0131n genel bir \u00fcst\u00fcnl\u00fc\u011f\u00fcn\u00fc g\u00f6r\u00fcr\u00fcz. Mesela i\u00e7ecek sekt\u00f6r\u00fcne bakt\u0131\u011f\u0131n\u0131zda Coca-Cola ve Pepsi, fast food zinciri olarak Mc Donald\u2019s ve Burger King, bili\u015fim sekt\u00f6r\u00fcndeyse Apple ve Microsoft gibi firmalar\u0131 g\u00f6r\u00fcyoruz. D\u00fcnyadaki b\u00fcy\u00fck ila\u00e7 firmalar\u0131 da hem piyasa hem de marka de\u011ferlerini inovasyona, yani ARGE faaliyetlerine ay\u0131rd\u0131klar\u0131 sermayeye bor\u00e7lular. \u0130novasyon o kadar \u00f6nemli bir \u015fey ki, baz\u0131 firmalar y\u0131ll\u0131k cirolar\u0131n\u0131n y\u00fczde 10\u2019unu do\u011frudan inovasyon olu\u015fturmak i\u00e7in bir sonraki y\u0131la b\u00fct\u00e7e olarak aktar\u0131yor. Ancak inovasyon ile farkl\u0131la\u015fabileceklerini ve yine ancak bu \u015fekilde hayatta kalabileceklerini biliyorlar. Bu da onlara farkl\u0131la\u015fma ve rekabeti \u00e7e\u015fitlendirme olana\u011f\u0131 sunuyor. Bu y\u00fczden her y\u0131l Boston Consulting Group taraf\u0131ndan haz\u0131rlanan inovatif \u015firketlerin s\u0131ralamas\u0131nda ilk s\u0131ralarda yer alan \u00fc\u00e7 Amerikan markas\u0131 olan Apple, Google, Microsoft markalar\u0131n\u0131n yer almas\u0131 tesad\u00fcf olarak nitelendirmemek gerekir.\u201d<\/p>\n
Ba\u015far\u0131 hikayelerini anlatt\u0131lar<\/p>\n
Aslan\u2019\u0131n konu\u015fmas\u0131n\u0131n ard\u0131ndan Dokuz Eyl\u00fcl \u00dcniversitesi \u0130\u015fletme Fak\u00fcltesi \u00d6\u011fretim \u00dcyesi Do\u00e7. Dr. \u00d6zge \u00d6zgen, \u201cBug\u00fcn 1,5 saatimizi \u00f6\u011frenmeye ve ilham almaya ay\u0131r\u0131yoruz. Markala\u015fmayla ilgili zihninizdeki sorulara yan\u0131t verece\u011fimizi umut ediyoruz. Zihninizdeki sorulara yan\u0131t vermenin \u00f6tesinde bu konuya ilgi duyman\u0131z\u0131 ve stratejik kararlar vermenizi sa\u011flayaca\u011f\u0131n\u0131 d\u00fc\u015fl\u00fcyoruz\u201d dedi.<\/p>\n
\u00d6zgen, marka temsilcilerini sahneye davet ederek onlar\u0131n markala\u015fma yolculuklar\u0131n\u0131n nas\u0131l ba\u015flad\u0131\u011f\u0131n\u0131 sordu. Dogo Tasar\u0131m Y\u00f6netim Kurulu Ba\u015fkan\u0131 G\u00f6khan Peksar\u0131, Dogo Tasar\u0131m Y\u00f6netim Kurulu Ba\u015fkan Yard\u0131mc\u0131s\u0131 G\u00f6k\u00e7e Peksar\u0131, Logo Yaz\u0131l\u0131m T\u00fcrkiye Genel M\u00fcd\u00fcr\u00fc Ak\u0131n Sertcan, Logo Yaz\u0131l\u0131m Kurumsal Marka ve \u0130leti\u015fim Grup Direkt\u00f6r\u00fc Yi\u011fit \u00c7all\u0131, Alsancak Unlu Mamuller Kurucu Orta\u011f\u0131 ve Y\u00f6netim Kurulu E\u015f Ba\u015fkan\u0131 Levent Do\u011fano\u011flu, Alsancak Unlu Mamuller Kurucu Orta\u011f\u0131 ve Y\u00f6netim Kurulu E\u015f Ba\u015fkan\u0131 Deniz Do\u011fano\u011flu, kat\u0131l\u0131mc\u0131lara ba\u015far\u0131 hikayelerini yazarken kar\u015f\u0131la\u015ft\u0131klar\u0131 zorluklar\u0131 ve nas\u0131l bir yol haritas\u0131 izlediklerini anlatt\u0131.<\/p>\n","protected":false},"excerpt":{"rendered":"
TOPLANTIDA, DOGO, ALSANCAK UNLU MAMULLER VE LOGO YAZILIM MARKALARININ TEMS\u0130LC\u0130LER\u0130NDEN BA\u015eARI H\u0130KAYELER\u0130 D\u0130NLEND\u0130.<\/p>\n","protected":false},"author":1,"featured_media":215451,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[19],"tags":[16188,20671,24980,16617],"class_list":["post-215450","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi","tag-egiad","tag-hazirliyor","tag-markalasmaya","tag-uyelerini"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.tvturk.com\/wp-content\/uploads\/2019\/10\/egiad-uyelerini-markalasmaya-hazirliyor_80d4df4.jpg?fit=1000%2C663","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/paKIfm-U30","_links":{"self":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/215450","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/comments?post=215450"}],"version-history":[{"count":0,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/215450\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media\/215451"}],"wp:attachment":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media?parent=215450"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/categories?post=215450"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/tags?post=215450"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}